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Modern times with the development of the Internet and the rising popularity of social networks have brought many changes to all sorts of businesses, and legal business is no exception. Not only that law firms are actively engaged in advertising their services online, but they have also become involved in the world of social media and many of them are also hiring public relations (PR) agencies in order to create as positive image as possible about their practice. Many law firms have also undergone the process of brand building, which is a relatively new concept in the world of law and law-related businesses.

Let us first see what brand actually is. On the website businessdictionary.com, brand is defined as “unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.” The term “brand” has evolved further, and we can say that it also helps identify the identity and personality of a branded product, service or company. With all this in mind, we can move on to the matter of Branding law firms.

We can agree that most law firms have symbols, words and colors contained in their name and logo. However, this is not enough to talk about a brand if we mention a specific law firm. Brand building takes a lot more effort and there are certain steps to be taken in order to turn your law firm into a recognizable brand. As the definition given above says, your product (or in this case – the company) needs to differentiate from its competitors, and there are certain steps you can take in order to become recognizable in the market and turn your law firm into a brand.

First of all, make your business authentic. Always keep in mind why you got into the law business in the first place, and always try to implement new ideas that will make you stand out and be recognizable among the competition.

It is also important to be consistent, in order for your business to become and stay recognizable by the clients. Naturally, there is no need to be completely hard-headed when it comes to implementing some ideas that differ from the initial one, but try not to change your law firm’s concept significantly in order to remain easily recognizable. In addition to this, it is also important to be specific in pointing out your company’s vision, mission, methods and principles. Make them clearly defined first to yourself and your employees, so they can also be clear to your clients.

It is very important to build strong relationships with clients, because it does not only make the existing clients choose you over the others whenever they need legal services, but it also builds a good reputation and helps you spread the client network even further.

Last, but not least, remember to promote your business as much as possible. Many law firms decide to use help of public relations (PR) companies to help them promote on social networks and other media, as well as to help them create a positive image about their company in public.